Do you know your members and prospective members? I mean, really know them? Know their deep wants and desires for your association? Know how they want to communicate?
Here are five reasons why market research and knowing your member is critical to the success of your association.
Position Members as No. 1
In order to grow as an association, you have to create an indispensable member experience. That means putting your members and prospects first. To do this effectively, you have to keep the lines of communication constantly open with your number one priority — your members.
Conducting market research uncovers these expectations and needs. Products, services, and events should always meet and exceed members’ needs and expectations. Sometimes we lose sight of this.
Define Your Internal Priorities
Market research, when conducted properly, should tell you what is most important to your members and help you prioritize your long list of priorities by those that make the membership experience better. Research will inform both your short-term and your long-term strategy, helping you develop a cohesive vision for your association. Research can also help you quantify opportunities to prioritize those that can fit best for your association.
Reduces Your Risk for Potential Failure
Conducting regular research with members and prospects helps us ensure we’re evolving the organization to meet changing needs. The future of associations and nonprofits is unclear, but if your organization regularly surveys members and prospects, you’ll be tuned into their needs.
While focusing on short-term wins is sometimes easier, member market research helps us evolve and adapt to ensure relevancy for the long haul.
Market research, when conducted properly, should tell you what is most important to your members and help you prioritize your long list of tasks by those that make the membership experience better. Research will inform both your short-term and your long-term strategy, helping you develop a cohesive vision for your association. Research can also help you quantify opportunities to prioritize those that can fit best for your association. If your association isn’t meeting the needs of your membership, someone else will.
Market research is not a “nice to have" intiative. The practice of regular research is critical to developing effective marketing campaigns, defining executive board-level priorities, and informing your strategic direction for years to come.
